16A Effects of Process and Outcome Simulations on Self-Regulation

This research shows that process simulation enhances but outcome simulation worsens consumer regulatory behavior subsequent to simulation. Such regulatory failure effect is driven by perceived vitality during the simulation, thus is independent of the simulation context but dependent on whether the simulated activities are extrinsically motivating.


Candy K. Y. Ho and Jessica Y. Y. Kwong (2019) ,"16A Effects of Process and Outcome Simulations on Self-Regulation", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 973-973.


Candy K. Y. Ho, Hong Kong Baptist University
Jessica Y. Y. Kwong, Chinese University of Hong Kong, China


NA - Advances in Consumer Research Volume 47 | 2019

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